Keef Brands Pivots to Cannabis-Infused Beverages With a New Partner
As inhalation devices take a media hit, Keef partners with CannaCraft to enter into the drinkable market.
With health officials currently blowing a hole in the vaping industry, cannabis brands are looking to diversify their product portfolios by expanding beyond inhalation devices. After a few years of producing cannabis-infused candies and chocolates, Colorado-based Keef Brands is bringing drinkables back to California with a line of cannabis-infused sodas.
CannaCraft, who has already dipped into the space via their Hi-Fi Hops partnership with Lagunitas, is helping them get on the shelves, and MedMen is already carrying the bottles in their stores. So why “pot pop” and not pre-rolls? The rising stigma around smoking and vaping coupled with the sociability of drinking in social settings is the key for Keef Brands co-founder and CEO Erik Knutson. Watch an interview with Knutson and read more about Keef’s product line here.
As traditional VC funding and corporate infrastructure take hold of the fledgling industry, familiar patterns begin to emerge.
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